Johan Cruyff Institute to open the SportBiz Europe Congress in Barcelona

March 4, 2020

Johan Cruyff Institute to open the SportBiz Europe Congress in Barcelona

Mariël Koerhuis, general manager of Johan Cruyff Institute, will be in charge of opening the SportBiz Europe program of talks. Representatives of AFC Ajax, Galatasaray SK, Maccabi Tel Aviv and Girona FC will participate in an expert panel sponsored by the institute as learning partner of the event

SportBiz Europe, the European Sport Business Congress to be held on May 25 and 26 at the Antigua Fábrica Estrella Damm in Barcelona, will be attended by the general manager of Johan Cruyff Institute, Mariël Koerhuis, who will open the conference program. Her presentation, entitled ‘The global panorama of the sports industry. A picture of the five continents’, will look at the current situation of the sports industry on an international level, and the present challenges and future perspectives for a sector in constant change, where the professionalization of management is generating more and more business opportunities.

The event is organized by Good Morning Sports, a company that has Johan Cruyff Institute as learning partner of all its congresses, and will be held in Europe for the first time after 15 editions in 10 different countries. Barcelona has been chosen as the venue for a congress that will revolve around six main themes: Sports Capital, Fan Experience, Digital Transformation, Broadcasting, Inspiring Brands, and Innovation & Sport Tech.

Johan Cruyff Institute will also close the event with the panel discussion ‘Sports Capital. The leaders of the future’ scheduled for Tuesday, May 26, from 1 p.m. to 2 p.m., with guests Sharon Tammam (CEO of Maccabi Tel Aviv), Sebastian de Bruijn (human resources manager of AFC Ajax), Dorukhan Acar (member of the board of directors of Galatasaray SK) and Ignasi Mas Bagá (general director and chairman of the board of directors of Girona FC). They will focus the debate on which profiles in football management are most in demand, as well as talent detection and career development in the sector.

SportBiz Europe is aimed at executives of sports clubs, associations and federations, international managers, executives of companies in the sector, specialized journalists, athletes and former athletes, academics and master’s and postgraduate students. Entrepreneurs from the sports industry will also have the chance to present their innovative project in the Sports StartCup, a start-up competition that will include Cristina Palés, marketing manager of Johan Cruyff Institute, on the jury. The finalists for the best start-up will be announced on March 6 and invited to present their project on the day of the event.


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In this course, the goal is for students to learn how to develop a human resources management and talent development model, offering different tools that enable them to implement people management processes in any sports entity. People are the ones who make organizations what they are, so knowing how to manage them and ensuring they feel involved and committed to the project will make the difference between one entity and another.

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